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https://www.um.edu.mt/library/oar/handle/123456789/106685| Title: | Past behavior : the best predictor of future behavior - or is it? |
| Other Titles: | Proceedings of the 1997 Academy of Marketing Science (AMS) annual conference. Developments in marketing science : proceedings of the academy of marketing science |
| Authors: | Ewing, Michael T. Ramaseshan, Balasubramanian Caruana, Albert |
| Keywords: | Predictive analytics Marketing Brand choice Consumers' preferences Consumer behavior |
| Issue Date: | 1997 |
| Publisher: | Springer |
| Citation: | Ewing, M.T., Ramaseshan, B., & Caruana, A. (1997). Past Behavior: The Best Predictor of Future Behavior - or is it? In E. Wilson, & J. Hair Jr. (Eds.), Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 3). Cham: Springer. |
| Abstract: | Firms have traditionally focused on attracting new customers. However, since the early 1980’s, service researchers have drawn attention to the need to retain and do more business with current customers, as this has shown to provide substantial benefits. For some time, marketers have struggled to build and sustain customer loyalty over an extended period of time. However, creating and sustaining a lasting bond between a consumer and a product or service that ensures customer retention is a far more complex, interactive and dynamic a process. |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/106685 |
| Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Past_behavior.pdf | 234.38 kB | Adobe PDF | View/Open |
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